Celebrity endorser and respondents gender: Its impact on company, behavioral and attitudinal variables
The use of and literature on celebrity endorsers is extensive. Nevertheless there is limited study on the impact of such use to a company’s image by respondent’s gender and replication of past findings in a Malaysian context. This study utilizes a factorial design to measure the interaction of the u...
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| Main Authors: | , |
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| 格式: | E-Article |
| 语言: | English |
| 出版: |
Jurnal Kemanusiaan
2007
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| 主题: | |
| 在线阅读: | http://ir.unimas.my/id/eprint/179/1/Celebrity_endorser_abstract.pdf http://ir.unimas.my/id/eprint/179/ |
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